《知識》機票也有訂閱制？航空業正在悄悄改變的商業模式 Can You Subscribe to Flights? The Airline Industry Is Changing Its Business Model
過去航空公司主要依賴旅客一次一次購買機票來獲利，但這種模式收入不穩定，容易受到旅遊淡旺季、油價波動與市場競爭影響。隨著數位經濟發展與消費習慣改變，越來越多航空公司開始導入「訂閱制」概念，希望將旅客從單次交易關係轉變為長期會員關係，讓收入更穩定、客源更固定。這種概念其實很像訂閱 Uber 會員服務，先支付一筆費用，就能享有更優惠的價格和各種專屬福利。
訂閱制的核心精神在於改變航空公司的收益邏輯。傳統模式重視每一張機票的利潤最大化，而訂閱制則更重視旅客的長期價值。當旅客先支付年費或月費後，通常會傾向持續選擇同一家航空公司，以確保自己「把費用用回來」，這種心理效應能有效提升搭乘頻率與品牌忠誠度，也能讓航空公司提前掌握未來需求並穩定現金流。延伸閱讀：《知識》機票定價策略 – 距離起飛時間越近的機票為什麼越貴？
在全球市場中，航空訂閱制已發展出多種形式。像是美國阿拉斯加航空推出的 Flight Pass，採取類似月票的概念，旅客每月付費即可獲得固定航班額度，特別適合經常往返固定航線的商務旅客。另一種模式也是來自美國邊疆航空，其 GoWild 通行證允許會員在年費制下無限搭乘航班，但訂位時間通常限制在出發前幾天，目的在於填補原本可能空置的座位。除此之外，也有航空公司提供預付套票型方案，例如 TAP Air Portugal 的 Flight Pass，旅客可先購買多段行程並與家人共享，屬於較接近傳統預購概念的模式。延伸閱讀：《筆記》美國廉價航空面臨的營運困境
訂閱制之所以能快速擴散，是因為它同時為航空公司與旅客帶來雙重價值。對航空公司而言，提前收取會員費可建立穩定收入來源，也能提高旅客黏著度與附加服務消費。對旅客而言，訂閱制能降低每次訂票的決策壓力，讓旅行變得更頻繁且可預期。研究甚至指出，超過三分之二的訂閱飛行屬於「額外增加」的需求，也就是說，許多旅客是因為訂閱才多飛，而不是原本就會購買的旅程。
在台灣，台灣虎航作為台灣唯一的低成本航空，隨著日本航線競爭加劇以及機隊持續擴張，公司需要更穩定的客源基礎，也有計畫未來推出「Team Tiger」訂閱服務，正式將訂閱經濟導入台灣航空市場。
儘管前景看好，航空訂閱制仍面臨不少挑戰。航空公司必須避免折扣過度造成收入稀釋，同時需要建立 IT 系統來管理會員權益與動態定價。此外，訂閱制也意味著公司需要長期維持穩定服務供給，若遇到油價飆升或突發營運風險，將帶來不小的財務壓力。
航空訂閱制代表的是產業經營思維的重大轉變。它讓「搭飛機」從偶爾發生的消費行為，逐漸變成一種長期服務關係。未來，出國旅行或許不再只是年度大事，而可能像影音平台一樣，成為一種可以持續訂閱的日常生活服務。
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Can You Subscribe to Flights? The Airline Industry Is Changing Its Business Model
In the past, airlines mainly made money by selling tickets one trip at a time. However, this model is unstable because revenue can easily be affected by travel seasons, fuel price changes, and market competition. As the digital economy grows and consumer habits change, more airlines are starting to adopt a subscription model. Their goal is to turn one-time buyers into long-term members, so income becomes more stable, and customer loyalty increases. This idea is similar to subscribing to Uber membership, where you pay upfront and receive better prices and special benefits.
The core idea of subscriptions is to change how airlines think about revenue. Traditionally, airlines focused on maximizing profit from each ticket sold. With subscriptions, they focus more on the long-term value of each customer. Once travelers pay a monthly or yearly fee, they are more likely to keep choosing the same airline so they can “get their money’s worth.” This psychological effect increases travel frequency, strengthens brand loyalty, and helps airlines better predict demand and stabilize cash flow.
Around the world, airline subscriptions come in different forms. For example, Alaska Airlines offers a program called Flight Pass, which works like a monthly travel pass. Customers pay a monthly fee and receive a fixed number of flight credits, making it ideal for frequent business travelers on regular routes. Another model comes from Frontier Airlines, whose GoWild pass allows unlimited flights with a yearly fee, though bookings are usually limited to a few days before departure to fill empty seats. Some airlines also provide prepaid packages, such as the Flight Pass from TAP Air Portugal, which lets travelers buy multiple trips in advance and share them with family members.
Subscription models are spreading quickly because they benefit both airlines and travelers. For airlines, upfront membership fees create a steady income and increase customer loyalty and extra service spending. For travelers, subscriptions reduce the stress of booking each trip and make travel more frequent and predictable. Studies even show that more than two-thirds of subscription flights are “new demand,” meaning people fly more because they have a subscription.
In Taiwan, Tigerair Taiwan, the country’s only low-cost carrier, is also preparing to enter this trend. As competition on Japan routes increases and the airline expands its fleet, it needs a more stable customer base. The company plans to launch a subscription service called “Team Tiger,” bringing the subscription economy into Taiwan’s aviation market.
Despite its promise, airline subscriptions still face challenges. Airlines must avoid offering discounts that reduce profits too much, and they need advanced IT systems to manage memberships and dynamic pricing. They also must ensure stable service over time. Unexpected events such as rising fuel prices or operational disruptions could create financial pressure.
Overall, airline subscriptions represent a major shift in how the industry operates. Flying is gradually changing from an occasional purchase into an ongoing service relationship. In the future, international travel may no longer be just a once-a-year event. Instead, it could become something people subscribe to regularly, just like streaming platforms today.
